It’s this meticulous process that ensures we get it right for you. But we can’t start implementing ideas if we haven’t defined the problem and developed a plan to solve it. In the medical profession, it is understood that prescription without diagnosis is malpractice. As far as we are concerned, the same is true in branding.
Firstly we gain a complete understanding of where you are now as a business and where you need to be. We do this by conducting a Brand Audit. Essentially we define the problem and why it is happening. The Audit is fundamental to the success of your branding project. We will highlight the issues and challenges you currently face and help you concentrate on the realities: it is possible that not everything we discover will be to your liking, but that is often where you’ll find the best routes to improved performance.
In our experience, good business people are adaptable and strong on turning negatives into positives. They’re also quick to seize any new and unexpected opportunities we uncover. Our Brand Audit is designed to help you better understand your current brand, positioning, values and key messages. Ultimately it gives you a comprehensive overview of your business, provides high resolution focus on what needs done, and helps you achieve your overall business objectives.
Here we take what we have learned from the audit and use it to create a strategy that will help you build and grow your brand. Care is taken to keep your brand strategy in harmony with your business strategy – the two must work well together, and when they do, the impact is far more substantial.
THE STRATEGY WILL CLEARLY DEFINE:
> BRAND OFFERING
> KEY MESSAGES
> UNIQUE SELLING PROPOSITIONS
The strategy will also map out how we intend communicating these important features to your target audience. The choice of media is integral to your brand: how you express your messages, as well as where and when you express them, is as crucial as what you say – your brand is composed of countless details, every one of them reflecting your brand’s attitude.
At this point we design and write the communication collateral that will carry your message – from brand name to brochures, social media to stationery, packaging to promo videos and more. Essentially we view brand collateral as any part of your company that comes into contact with the marketplace and strengthens your promotion of your values and key messages.
When we are the ones who have helped you to develop your brand or rebrand, and we have come to understand your new brand in every aspect, there are obvious advantages in using us as your creative source for collateral. From start to finish, the whole process becomes more efficient, more nuanced and more tailored to you.
OUR TRACK RECORD IN PROVIDING ENGAGING, COMPELLING AND COST-EFFECTIVE COLLATERAL INCLUDES:
> BRAND NAMING
> BRAND IDENTITY
> BRAND GUIDELINES
> BRAND LAUNCH/ LAUNCH EVENTS
> ADVERTISING: PRESS, OUTDOOR, RADIO
> DIGITAL MARKETING
> SOCIAL MEDIA
> POINT OF SALE
> VEHICLE LIVERY
> EXHIBITION GRAPHICS
> INTERIOR DESIGN
> INTERIOR GRAPHICS
> PROMOTIONAL VIDEOS
> PROMOTIONAL CAMPAIGNS
Did our plan work? Here we sit down and analyse how the overall business and brand is performing. Now is the time to ask, does anything need tweaked or improved in order to achieve your objectives? Darwin, with so many years’ experience in understanding brands and how to harness their power, can bring objectivity, clarity and a broader perspective to this stage. To ensure consistency – fundamental to successful branding – you can hire Darwin to essentially become your brand director. Darwin’s success is then linked intrinsically to your progress, and there is continual motivation for Darwin to offer objective advice for the good of your company.
Commission Darwin for one day a week or one day a month or even one day every three months: whatever you feel is needed to sustain the value of your brand. Effectively Darwin becomes your in-house expert Advisor, Partner, Challenger and Brand Guardian, empowering your company with a lifetime’s knowledge.